produce ; en masse , this initiative could significantly cut the volumes reaching landfill . The service bears resemblance to that offered by UK-based rental pioneers Hurr Collective and Our Closet , and it is exciting to consider what H & M , one of the industry ’ s biggest players , can achieve with its own offering . “ This very much connects with our vision to become a 100 % circular business ,” enthuses Gedda . “ For us , that means the whole lifespan of a product , whether there ’ s something that we sell or something that is just part of the products that we sell , like packaging for example . So that has to do with the design , the material , how it ’ s being used and ultimately how it ’ s being put back into the system .”
On H & M ’ s packaging strategy , Gedda adds : “ when it comes to packaging , we follow the same structure there , so we have set some ambitious goals in terms of circular design for our packaging to be either designed for being recycled , to be reused or to be compostable by 2025 .”
The road to sustainable , affordable fashion is long and complex , and it will require the buy-in of the industry at large to truly swing the tide of LabFresh ’ s findings . With H & M leading the way as one of the world ’ s foremost clothing titans , there is at the very least cause for optimism , particularly as consumers indicate with their wallets that the appetite for sustainably produced clothing is the new norm .
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